Content Strategy for early-stage small businesses is drastically different than enterprises. In this presentation, Joseph Manna, offers advice to SEED SPOT members on developing a functional and thriving content program. f you have any questions, visit Infusionsoft's e-books for additional education on how to drive ROI from your marketing activities: http://www.infusionsoft.com/learn/e-books.

1. We help small businesses succeed.
Content Strategy
for Early-Stage Startups
Joseph Manna | Senior Content Strategist | @joemanna

2. We help small businesses succeed.
Nearly every startup has three
CRITICAL
problems with their marketing.

3. We help small businesses succeed.
Weak Messaging
Underdeveloped Marketing Processes
Lack of Brand Awareness

4. We help small businesses succeed.
Let’s talk about how
CONTENT STRATEGY
solves these problems.

5. We help small businesses succeed.
Content Strategy Helps Startups
• Develop sound marketing discipline
• Communicate with your audience
• Drive business value

6. We help small businesses succeed.
Core Content Pillars
Brand
Product
Thought
Leadership
Support &
Success

7. We help small businesses succeed.
Elements of Storytelling
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Memorable & Repeatable
Conflict Resolution
Emotional Connection
Perspective
Repeatable
Pace

8. We help small businesses succeed.
Every aspect of your business
has a story behind it.
Nobody will tell it to others,
unless you do it first.

9. We help small businesses succeed.
Content Formats
Long-form: Blogs, E-Books, Whitepapers, Case Studies
Short-form: Twitter, Facebook, Google+
Images: Slideshows, Instagram, Pinterest, Embeds
Presentations: Slideshare, Videos, Vine/Instagram
Broadcast: Podcasts, Narrations, TV, Radio
Interactive: Webinars, Live Events, Live Streams, Maps

10. We help small businesses succeed.
We can’t possibly spend
ALL DAY
creating content, can we?

11. We help small businesses succeed.
You don’t have to.

12. We help small businesses succeed.
Bricks versus Feathers
(via Jay Baer)
BRICKS
FEATHERS
•
•
•
•
•
•
•
•
•
•
•
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E-Books
Webinars
Case Studies
Original Research
Sales Calls
Epic Blog Posts
Influences the sale.
Tweets
Facebook Updates
Instagram Updates
Infographics
Press Releases
Simple Blog Posts
Builds trust and awareness.

13. We help small businesses succeed.
Source: Outbrain, 2013

14. We help small businesses succeed.
Metrics
Audience Growth
• Ask yourself, “So?”
Engagement
• Focus on Outcomes
Business KPIs
• Identify Customer Benefits—Fast.
Satisfaction
Referrals
Mentions
Traffic
• Say NO to Vanity Metrics

15. We help small businesses succeed.
Tips to Crush it with Content
1. Start with ONE content pillar and/or ONE platform at a time.
2. Outline your content ahead of time.
3. Define a clear outcome and next step.
4. Connect your content to sales and marketing functions.
5. Hustle: Promote your content to your friends and fans.
6. Get in the habit of ‘shipping’ (Seth Godin, Linchpin).
7. Aim for quality – Don’t beat yourself up if you mess up.

16. We help small businesses succeed.
Examples

17. We help small businesses succeed.
• Excellent Blog Content
• Flawless Messaging
• Strong Visual Identity
• Attracts Target Customers
todaymade.com

18. We help small businesses succeed.
• Utilizes Direct Response
• Solves Target Audience’ Problems
• Captivates with Strong Messaging
• Meteoric Growth
therocketcompany.com
Infusionsoft Customer

19. We help small businesses succeed.
• Utilizes Direct Response
• Corporate Social Responsibility
• Capitalizes on Every Media Hit
• Hits on all four Content Pillars
healthyvending.com
Infusionsoft Customer

20. We help small businesses succeed.
• Thought Leadership
• Unbiased News & Editorial
• Invests in their Industry
• Identifies with the interests of WPE.
torquemag.io

21. We help small businesses succeed.
1. What makes your business remarkable?
2. What don't people know about your business?
3. What real-world market demand can you address?

22. We help small businesses succeed.
Questions?
Joseph Manna
Senior Content Strategist
joseph.manna@infusionsoft.com
@joemanna